市场外贸商务函电企业培训

外贸商务函电 第一讲主讲人 IvanHowe 商务函电 什么是商务函电 商务函电 包括传真 电邮 信函等 是当今国际贸易交流中的主要载体 其主要目的就是为了传递商务信息 因此合格的函电必须是以简洁的语言 明晰的结构来表述完整的内容 同时 最好还要可以体现出成熟的业务思维 商务函电的基本格式 商务函电的基本格式 1 日期 Date2 收信人地址ReceiverAdd 3 称呼Salutation4 正文Body5 结束语ComplimentaryClose6 签名Signature 一封标准的外贸函电 20May2000DateLine日期Kee Co Ltd34RegentStreetLondon UKInsideAddress收信人地址DearSirs Salutation称呼WehaveobtainedyournameandaddressfromDee Co Ltd andwearewritingtoenquirewhetheryouwouldbewillingtoestablishbusinessrelationswithus Wehavebeenimportersofshoesformanyyears Atpresent weareinterestedinextendingourrangeandwouldappreciateyourcataloguesandquotations Ifyourpricesarecompetitivewewouldexpecttoplacevolumeordersonyou Welookforwardtoyourearlyreply Body信文YoursfaithfullyComplimentaryClose客套结束语TonySmithSignatureBlock签名栏Enc EnclosureNotation附件说明 外贸函电书写基本原则 7C Courtesy礼貌Consideration体谅Completeness完整Clarity清楚Conciseness简洁Concreteness具体Correctness正确 Courtesy礼貌 一 Courtesy礼貌语言要有礼且谦虚 及时地回信也是礼貌的表现 例如 Wehavereceivedwithmanythanksyourletterof20May andwetakethepleasureofsendingyouourlatestcatalogue Wewishtodrawyourattentiontoaspecialofferwhichwehavemadeinit Youwillbeparticularlyinterestedinaspecialofferonpage5ofthelatestcatalogueenclosed whichyourequestedinyourletterof20May Consideration体谅 二 Consideration体谅写信时要处处从对方的角度去考虑有什么需求 而不是从自身出发 语气上更尊重对方 例如 Youearn2percentdiscountwhenyoupaycash Wewillsendyouthebrochurenextmonth 就比 Weallow2percentdiscountforcashpayment Wewon tbeabletosendyouthebrochurethismonth 要好 Completeness完整 三 Completeness完整一封商业信函应概况了各项必需的事项 如邀请信应说明时间 地点等 确忌寄出含糊不清的信件 Clarity清楚 四 Clarity清楚意思表达明确 要注意 一 避免用词错误 例如 AstothesteamerssailingfromHongKongtoSanFrancisco wehavebimonthlydirectservices 此处bimonthly有歧义 可以是twiceamonth或者oncetwomonth 故读信者就迷惑了 可以改写为 1 WehavetwodirectsailingseverymonthfromHongKongtoSanFrancisco 2 WehavesemimonthlydirectsailingfromHongKongtoSanFrancisco 3 WehaveadirectsailingfromHongKongtoSanFrancisco 二 注意词语所放的位置 例如 1 Weshallbeabletosupply10casesoftheitemonly 2 Weshallbeabletosupply10casesonlyoftheitem 前者则有两种商品以上的含义 三 注意句子的结构 例如 1 Wesentyou5samplesyesterdayofthegoodswhichyourequestedinyourletterofMay20byair 2 Wesentyou byair 5samplesofthegoodswhichyourequestedinyourletterofMay20 Conciseness简洁 五 Conciseness简洁 一 避免废话连篇 例如 1 Wewishtoacknowledgereceiptofyourletter 可改为 Weappreciateyourletter 2 Enclosedherewithpleasefindtwocopiesof 可改为 Weenclosetwocopiesof 二 避免不必要的重复 三 短句 单词的运用 Enclosedherewith enclosedatthistime nowduetothefactthat becauseadraftintheamountof 1000 adraftfor 1000 Concreteness具体 六 Concreteness具体 正确Correctness 七 Correctness正确 如何些好一封开发信 一笔定单的开始往往始于出口商主动向潜在客户发信建立业务关系 而这个建立关系的开发函 可以包括如下内容 一 说明客户信息来源 即如何取得对方的资料二 言明去函目的三 公司概述四 产品介绍五 激励性结尾 一 客户信息来源 说明客户信息来源 即如何取得对方的资料 作为贸易商 可以通过驻外使馆商务参赞处 商会 商务办事处 银行 第三家公司的介绍 或者在企业名录 各种传媒广告 网络上寻得客户资料 也可以在交易会 展览会上结识 甚至是在进行市场调查时获悉 信息来源 因此我们可以如下方式来表明客户信息的来源 1 WelearnedfromtheCommercialCounselor sOfficeofourEmbassyinyourcountrythatyouareinterestedinChinesehandicraft 2 Mr Bowins HeadofArcoliteElectricAGhasrecommendedyoutousasaleadingimporterinKoreaoflightweightbatteriesforvehicles 3 WehaveobtainedyournameandaddressfromtheInternet 4 OurmarketsurveyshowedthatyouarethelargestimporterofcasesandbagsinEgypt 5 YourfirmhasbeenrecommendedtousbyMr JohnSmithaslargeexportersofWoolenGoodsandweareinterestedinhandlingthesearticlesinourmarket 二 去函目的 一般来说 我们给客户写信 总是以开发业务 建立市场 拓宽产品销路为目的 去函目的 表达方式 1 InordertoexpandourproductsintoSouthAmerica wearewritingtoyoutoseekcooperatepossibilities 2 Wearewritingtoyoutoestablishlong termtraderelationswithyou 3 Wewishtoexpressourdesiretoenterintobusinessrelationshipwithyou 4 Weavailourselvesofthisopportunitytoapproachyoufortheestablishmentoftraderelationswithyou 公司概述 我这里所说的本公司介绍 包括对公司性质 业务范围 宗旨等基本情况的介绍 以及对公司某些相对优势的介绍 比如 技术专业 经验丰富 供货渠道稳定 有广泛的销售网等 公司概述 我们可以用英文如下表达 1 Wearealeadingcompanywithmanyyears experienceinGFCIexportbusiness 2 Weenjoyagoodreputationinternationallyinthecircle lineofelectrics 3 Wehaveourprincipleas Clients needscomefirst 4 Acrediblesalesnetworkhasbeensetupandwehaveourregularclientsfromover100countriesandregionsworldwide 5 LocatedinShanghai wetaketheadvantagetosetupoursolidifiedproductionbasisincoastedandinlandareas 产品介绍 这一部分最重要 一定花心思去写 如果我们已经知道客户有明确的需求 比如需要某个型号的GFCI 那么我们会该产品进行具体的推荐性介绍 就是针对客户需求的特定介绍 如果我们只拿到客户的名片 不太清楚客户的需求 那么我们就把公司经营产品的整体情况 如质量标准 价格水平 打样速度 交货速度等作为笼统的介绍 当然附上目录 CATALOGUE 报价单或者另寄样品供客户选择也是经常采取的做法 但是在第一封开发信中最好不要带任何附件 产品介绍 1 Art No 102isournewlylaunchedonewithsuperbquality fashionabledesign andcompetitiveprice 2 Wehaveagoodvarietyofcolorsandsizestomeetwithdifferentneeds 3 OurproductsareenjoyingpopularityinAsianmarkets4 Togiveyouageneralideaofourproducts weareenclosingourcatalogueforyourreference 激励性结尾 一般我们在开发信的末尾会写上一两句希望对方给与回应或者劝客户立刻采取行动的语句 激励性结尾 1 Yourcommentsonourproductsoranyinformationonyourmarketdemandwillbereallyappreciated 2 Wearelookingforwardtoyourspecific detailedinquiries 附录 最后 任何可以打动客户的特殊东西都可以随信而发或者随样品而寄 比如你在展览会上和客户拍的合照 可以随信而发 既可以提醒客户你是谁 让客户一下子就记住你 也可以更加表达你和客户的友好关系 比如客户平常随意说出的某张一直在寻找的CD或者DVD 或者客户一直在找的一本书等等 你可以随着寄样品时一起寄出 让客户知道你一直关心着他们 你的SERVICE一直是最优秀的 你会在做生意的过程中关注任何需要注意的地方 会让客户更加放心你的做事态度 开发信范本 DearSirs Weoweyournameandaddressto 把 归功于 theCommercialCounselor sOfficeoftheSwedishEmbassyinBeijingwhohaveinformedusthatyouareinthemarketfor 想要购买 Textiles Weavailourselvesof 利用 thisopportunitytoapproach 与 接洽 youfortheestablishmentoftraderelationswithyou Weareastate operatedcorporation handling 经营 boththeimportandexportofTextiles Inordertoacquaintyouwith 使某人了解 ourbusinesslines 行业 weencloseacopyofourExportListcoveringthemainitemssuppliableatpresent Shouldanyoftheitemsbeofinterestto 有兴趣 you pleaseletmeknow Weshallbegladtogiveyouourlowestquotationsuponreceiptofyourdetailedrequirements Inourtradewithmerchantsofvariouscountries wealwaysadheretotheprincipleofequalityandmutualbenefit Itisourhopetopromote byjointefforts bothtradeandfriendshiptoourmutualadvantage 对双方都有利的贸易和友谊 Welookforwardtoreceivingyourenquiriessoon Yoursfaithfully Encl 例文 DearTony WeoweyouandyouraddresstoAndrewYangwhoinformedusthatyouareinthemarketofGFCIs Weavailourselvesofthisopportunitytoapproachyoufortheestablishmentoftraderelationswithyou We ShanghaiELEMFG CORP isahigh techintensivecorporation handlinghouseholdandindustrialsafetydeviceslikeGFCI AFCIandotherwiringdevicessuchasswitches receptaclesandwallplates etc Inordertoacquaintyouwithourbusinesslines formoreinformation Shouldanyoftheitemsbeofinteresttoyou pleaseletmeknow Weshallbegladtogiveyouourlowestquotationsuponreceiptofyourdetailedrequirements Inourtradewithmerchantsofvariouscountries wealwaysadheretotheprincipleofequalityandmutualbenefit Itisourhopetopromote byjointefforts bothtradeandfriendshiptoourmutualadvantage Welookforwardtoreceivingyourenquiriessoon Yoursfaithfully IvanHowe 外贸邮件的写作小技巧 1 一定要用可以区分你的公司和部门的专用企业邮箱 免费邮件地址 免费邮箱 失去许多订单 使用企业邮箱 像yahoo hotmail 等提供的免费邮箱 客人们不太相信此类信箱 当你用这种免费邮箱给进口商发推广信时 对方心里的第一个问题就是 这算是正式的发盘吗 这个人是不是想骗我 使用企业邮箱 用一个yahoo或者hotmail的免费邮箱 就好比用一部投币式的公用电话作为你公司的业务电话 就等于对客人说 我们公司不太正规 没有电话 如果你打我们电话 我们会尽量跑出去办公室附近的投币公用电话去接 免费邮箱带来不了好消息 使用企业邮箱 不使用免费邮箱的众多理由中的另外一条就是安全性 客人的邮件中经常会有意无意地夹带些商业机密 这当中可能包含信用卡信息 银行账户信息以及绝密的公司信息 如果这些信息被发给一个专有的企业邮箱 比如info 则经由客人的电脑到他们的网络服务提供商 再到你公司的网络服务提供商 最后到达你的电脑 信息被人窃取的可能性就被降低了 不要全用大写的字母写邮件 不要全用大写的字母写邮件 这让人感觉你在大叫或者在吼 还很粗暴 不要用缩写 这是懒惰的表现 客人不喜欢和懒人做生意 他们会想 出口商居然懒到用B Rgds代替BestRegards 那么他们肯定也会懒得去做一个好产品 字体 邮件中不要出现彩色字和艺术字 这是幼稚和不专业的表现 通篇用一个字号和黑色 背景 不要用黑色背景 黑底白字 这同样是不专业的表现 而且阅读起来很困难 坚持用白底黑字 结束 谢谢大家 PrettyYoungThing PrettyYoungThing Lene 张涵韵翻唱的 酸酸甜甜就是我 的英文原曲 Barbiegirl DoctorJones MyOhMy 等歌曲 是挪威Aqua乐队的歌 2001年Aqua乐队解散后 女主唱Lene选择了单飞 这首 PrettyYoungThing 选自她2003年专辑 PlayWithMe 张涵韵翻唱的 酸酸甜甜就是我 的英文原曲 歌词 iwannabruiseyourlipswithatenderkissiwannacrushyourheartiwannabeyourscarandwhenyou retouchingmeihearasymphonyohohohbabycomeonnowbaby 歌词 someonegetapriestmaybethepolice ithinkthatweshouldcallthejusticeofthepeaceyou reaprettyyoungthingit sadamncoolthingigottatelltheworld incasetheyhaven theardthereneverwasadoubtohbaby hushyourmouthyou reaprettyyoungthingit sadamncoolthingletmehearmyname 歌词 babysayitagainiwannatakeyouoniwannabetheoneandwhenyou reclosinginihearviolinsohohohbabycomeonnowbaby 歌词 someonegetapriestmaybethepolice ithinkthatweshouldcallthejusticeofthepeaceyou reaprettyyoungthingit sadamncoolthingigottatelltheworld incasetheyhaven theardthereneverwasadoubtohbaby hushyourmouthyou reaprettyyoungthingit sadamncoolthing 歌词 prettyyoungthingdon tneednodiamondringi llgiveyoueverythingi llshowyouanythingjustshh justshh don tsayaword Someusefulphraseinthesalespromotionletter aestheticappearance样式美观Agreeabletotaste味道鲜美Attractiveanddurable美观耐用Beautifulandcharming华丽臻美Brightluster色泽光滑Choicematerials选料考究Comfortableandeasy舒适惬意Courteousservice服务周到 UsefulPhrase Dramaticresults效果显著Elegantandgraceful典雅大方Exquisitecraftsmanship技艺精湛Fashionablepatterns花色入时Harmoniouscolors颜色协调Highlycompetitive竞争力强Lustrousandsoft光洁柔和Noveldesign款式新颖 UsefulPhrase Reasonableprice价格合理Sophisticatedtechnologies技术成熟Superiorquality质量上乘Uniqueperformance性能绝伦Up to datestyle款式新颖Whatyoucanenjoyisaproductsof5yearsofintensiveresearchanddevelopment UsefulPhrase Weareinexcellentpositiontosaveyourmoney Ithastobeseentobebelieved Ourmanysatisfiedusersareourbestadvertisement Thismodelishighlypraisedandappreciatedbytheconsumerathomeandaboard UsefulPhrase Pleaseletushaveinformationastothepricesandqualityofthegoodsand ifpossible attachyoursamplestothequotation Wewillappreciateyourreplypromptly Itwouldbehelpfulifyoucouldsendussamples UsefulPhrase wethankyouforyouinquiryofMay2regardingthepurchaseofourbicycles It sapleasureforustoofferyouthegoodsasfollowing WearepleasedtoofferyouourmostcompetitivepriceofUS 50perdozen EnquireLetter Enquiryletter TipsofwritinginquirylettersEarlyintheletter identifythepurposetoobtainhelporinformation identifywhoyouare whatyouareworkingon andwhyyouneedtherequestedinformation andhowyoufoundoutabouttheindividual Intheend toexpressthatyouareeagertogetapromptreply Intheletter listquestionsorinformationneededinaclear specific andeasy to readformat Usefulphrase Willyoupleaseanswerthefollowingquestionsaboutyourproducts PleasesendusyourlowestpricesCIFC5 statingtheearliestdateofshipment Offerletter theoffererputforwardtobuildtheS Cbasedonsometermsandconditions Offerletter Tipsforwritingofferletter 1 firmoffermeanstheoffereragreestothetermsandconditionswhichisofferedtotheofferee Sowemusttakecareofitsterms 2 thecontentshouldbeclearly clarified completed especiallyforthemainterms suchasprice quantity shippingdate etc UsefulPhrase Weareabletoofferyouthegoodsatadiscountof4percentoffourrecentprice butwecanonlyholdopenthisadvantageousofferforthreeweeks Asthearticleisinheavydemand wecankeepourofferfirmuntilDec 12Althoughdemandexceedssupplyatpresent wequoteyouthemostfavorableprice whichisthesameasthatofyourpreviousorders UsefulPhrase Itismostprobablethatthepriceswillrisestillmore soitistoyourinteresttoplaceyourorderswithouttheleastday IfwedonotreceiveanorderfromyoubyJune1 thisofferiswithdrawn Webelievethatthequalityandthepricesofthegoodsweofferyoucomparefavorablywithanyothers forthesameclassofgoods UsefulPhrase Pleasedispatchtous12000pairsofsheepleatherglovesasperthetermsstatedinyourofferofMarch25 Pleaseforwardus50metrictonsoftomatoes qualityofwhichmustbenolessinferiortoyoursamples Wouldyoupleasetakespecialcareofthequalityandthepackageofthisorder Theleathershouldbethesamequalityasthatusedinthesamples Wewillordermoreifthefirstorderwithyouprovestobesatisfactory UsefulPhrase Ifyoufailtodeliverytheorderwithinthespecifiedtime we llhavenoalternativebuttocanceltheorderandturntoothersuppliers Thequalityofyourgoodsshallbestrictlyuptothesample Anygoodsinferiortothesampleshallberejected Pleaseconfirmreceiptofthisorderandstatetheearliesttimeandshipment Collectionletter 英语催款信书写1 Howtostartyourletter Youhavenotrespondedinanywaytoourrecentlettersaboutyourpastdueaccount Weremindyouoncemoreofyouropenaccountthatisnow daysbeyondour dayterms Youraccountisstillunpaidinspiteofourcontinualremindersaskingforpaymentoranexplanationforyourdelay Weurgentlyrequestthatyouimmediatelypayyourbalanceof whichhasbeenoutstandingsince date despiteseveralnoticesfromus Collectionletter 2 Howtowarntherecipientagainstfurtherdelay Youmustrealizethatwecannotaffordtocarrythisdebtonourbooksanylonger Anyfurtherdelayinpayingyourbalanceduecannotbeaccepted Youcannolongerdelaypaymentifyouwishtokeepyouraccountopen Ournextstepistotakelegalactiontocollectthemoneydueus Thisisunpleasantforbothofusandisdamagingtoyourcreditrating Collectionletter 3 Howtospecifyyourdeadlineordemandimmediatepayment Wemustnowinsistthatyousendyoupaymentwithinthenextfive